Maple Entertainment Foundation

Kristy Fletcher didn’t expect to work in the music industry. She left her previous job at Maple Leafs Sport and Entertainment after 20 years with the company in 2016 and hasn’t looked back.

Fletcher started working for the NHL’s Calgary Flames when she was 15. It was, as she puts it, the “family business”. Her father Cliff, a member of the Hockey Hall of Fame, was the President and GM of the Flames at the time and provided both Kristy and her brother Chuck, the current General Manager of the NHL’s Minnesota Wild, an insight into the world of sports business and management. As an avid sports fan herself, she knew that was where she wanted to be.

Fletcher did a little bit of everything, working in communications, PR, sales, and premium ticket service. She was also instrumental in the development of the Leafs Fund, the precursor for what is now the Maple Entertainment Foundation. This position allowed her to merge her love of sports with the charitable world and help create a fundraising strategy for the company.

And then, after 20 years of working with the NHL, Fletcher decided to take the plunge and try something new.

“On paper I had reached a level of success within my company,” she said. “It was taking a big risk to quit my job, but I felt it was the moment. I had 2 kids [and] I wanted to feel like I was contributing to the community in which I lived and worked.”

Fletcher is now the Executive Director of MusiCounts, a music education charity that raises money for instruments and programs in schools across Canada. She said that as soon as she walked through the door for the interview, she immediately knew MusiCounts was where she wanted to be.

“I always liked the music industry,” she said. “I had friends in the industry. It was not a big stretch to me. I think both of the industries have a lot more similarities then imagined. Sports and music bring people together, rooted in passion, social connectors, everyone has an opinion. It was a natural transition. “

Over the past 20 years, MusiCounts has awarded nearly $10 million worth of musical instruments to schools and community groups across Canada. Their mandate is to raise awareness about the importance of music education, as much as it istogenerate funds for these programs.

“Our priority for this year is making people aware of the work we do and that music education is at risk. [There is] a generation of students missing out on the value of creating and understanding music,” Fletcher said.

In September, the charity is set to launch this year’s Band Aid Program. Schools are welcome to apply for musical instruments in increments of $5,000 or $10,000. They also started a micro-funding campaign in which Canadians can donate by texting MUSIC to 20222.

Fletcher said she feels lucky to have been involved in both the sports and the music industry, and has never felt anything but supported by her mostly-male colleagues.

“I was certainly aware that I was in a male-dominated industry,” she said. “But I found my own way to manage it. I never let it get in my way. I have not personally felt I was held back due to gender, but I also think that has to do with women who blazed the trail before me.”

In that form, Fletcher offers advice to women trying to move up in their respective fields.

My advice would be … you need to build your network and you can’t let it go. It takes time to do that and it takes energy and a lot of confidence. You need to get out of there and establish those contacts,” she said. “We get busy in our careers, but you have to be out there making sure you are promoting yourself.”

It is MusiCounts 20th anniversary this year. To commemorate this occasion, MusiCounts announced that, with the support of singer Eleanor McCain, they will issue five enhanced “True North: The Canadian Songbook” commemorative Band Aid grants of $20,000 in conjunction with her new CD release.

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